I just returned from a Pathmark supermarket in Port Chester, N.Y., where I was reminded of how marketers struggle to create news and events to bridge the six caissons of marketing -- Memorial Day, July Fourth, Labor Day, Halloween, Thanksgiving and Christmas. It would seem that this year's "March Madness" campaigns might be a bridge too far for most. My first stop was Mountain Dew's "Don't Miss the Madness" display. Unfortunately, I did almost miss it because the display and a very ...

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